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4 INBOUND 2016 Sessions Every Creative Must Attend

4 INBOUND 2016 Sessions Every Creative Must Attend Blog Feature

Vin Gaeta

Managing Director, IMPACT+ Division, 10+ Years of Sales & Marketing Experience, 12+ Years of Development Experience, 14+ Years of Project Management Expertise

October 13th, 2016 min read

HubSpot’s inbound marketing conference comes around once a year, and it’s almost always bigger and better than the year before.

With all the excitement and sessions going on all at once, it can be a real challenge to figure out where your time is best spent...especially if you’re a designer or a developer.

One thing that has challenged me in previous years, is determining what sessions will give me the biggest bang for my INBOUND buck as a creative.

That’s exactly why this year I took the time to put together four INBOUND 2016 sessions every creative must attend, along with what I’m hoping to get out of each of them.

While looking through the numerous sessions and breakouts, I had a few things in mind -- What would push me to think outside the box? What information would allow me help my team improve? And most importantly, what did I actually find interesting? After all, there’s nothing worse than sitting through a session that you find boring.

That’s worse than getting your teeth pulled.

So, that being said, let’s jump into four sessions I think every creative should attend. And remember, pre-registration for these and all sessions is now open!

1. Austin Knight: Design is NOT Art
Friday 10:30 - 11:15 AM

When I first started looking through the session list, I saw Austin Knight’s topic and immediately bookmarked it. Austin is a Senior UX Design at HubSpot (also a former guest on Website Throwdown), and will be delving into the new role of the design as well as examining the design process.

Contrary to popular belief, there’s a drastic difference between art, which he defines as subjective and unquantifiable, and design, which is objective and quantifiable.

It’s important for designers to understand that what they’re creating has a definitive purpose -- especially in inbound marketing. Everything they create should have a goal. Whereas art can be created solely for the sake of creating.

I’m very interested in seeing how Austin views the role of each in the ever-changing Inbound world.

What I’m hoping to get out of the session:

  • A look into how a HubSpot designer collaborates with developers, marketers, and product managers
  • Tips on how to designate between art and design
  • Why it’s so important for your design to be objective and quantifiable

2. Peg Fitzpatrick: DIY Design: How to Design Compelling Visual Content for Your Blog
Wednesday 4:15 - 5:00 PM

Writing amazing blog copy isn’t enough anymore.

To get your readers coming back time and time again, it’s critical to have amazing visual content to supplement your stellar point of view.

Peg Fitzpatrick, co-author of The Art of Social Media, and has spearheaded social media campaigns for companies such as Audi and Google (no big deal, right?). She’ll be detailing how you can craft extremely shareable blog posts with visual marketing during this hands-on workshop to get you directly into the right mindset.

With her extensive background in social media, creatives should walk away with a deeper insight into what types of visual content perform the best and how to get the most of of the design hours spent on these activities.

What I’m hoping to get out of the session:

  • Some quick tips on how you can easily craft visual content for your blog
  • Best practices for designing extremely shareable content
  • Insight into what types of visual content get shared the most (from her experience)

3. Tara Robertson & Bob Ruffolo: The Secret Sauce to Fixing Lousy Conversion Rates
Thursday 10:30 - 11:15 AM

Are your conversion rates as strong as you’d like? Most companies would say no.

Tara Robertson (former VP of Marketing at Hotjar) and Bob Ruffolo (CEO here at IMPACT) will reveal the “secret sauce” to fixing your conversion rates and finally getting your funnel to be the lead generating machine you deserve and need it to be.

Tara and Bob will detail a simple process that they’ve found will spike your site’s conversion rate and best of all, it’s simple for anyone to do.

Why is this important for creatives? Because every website page you design or develop should be focused on improving the user journey and your website’s conversion rate (But we’ll already know that after attending Austin Knight’s session on the difference between art and design, right?).

What I’m hoping to get out of the session:

4. Luke Summerfield: Growth-Driven Design: A retainer-based web design model that will transform your agency
Thursday 1:00 - 1:45 PM

Traditional website design is broken. You know exactly what I’m talking about. You go through a 3-6 month design and development process, launch your brand new website then don’t touch it again for 2-3 years. Worst of all, you don’t know if what you’ve just launched is the best experience for your users.

Growth-Driven Design (GDD) is focused on iteratively updating an initial website build, with the user in mind. By utilizing user testing, heat maps, click maps and more, you’ll be able to understand exactly what your users want from your website, and where to implement it.

Luke Summerfield, Growth-Driven Design evangelist at HubSpot (and another former guest on Website Throwdown) , will be diving into how to implement a retainer based web design model that will ensure your website is an ongoing success - not a one off failure.

During Luke’s session you’ll get insight into how over 700 agencies in 56 countries have implemented Growth-Driven Design retainers successfully, and how to do it at your agency.

What I’m hoping to get out of the session:

  • Tips on how to quickly and efficiently implement GDD at your organization
  • The importance of the team dynamic to quickly create updates based on user feedback
  • Insight into how agencies have implemented GDD successfully, and how your agency can too

BONUS!!! (And shameless plug)

Visit the IMPACT booth at Club INBOUND for a live Website Throwdown of your company’s site!

You can schedule time here for our team to critique your website, live on the Club INBOUND floor.

We’ll give you a 10-minute rundown of what we would change on your site to improve conversions, user journey, and overall site aesthetics. Plus, you’ll get some awesome swag (but I’m not going to tell you what, you’ll have to sign up to find out).

Overall, there are plenty of other sessions available at INBOUND, including an awesome keynote line up, but make sure you plan accordingly, and take breaks when you need to so you can actually digest all of the awesome information you’ll get.

See you at INBOUND 2016!

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